| Abstrakt: |
Purpose: The purpose of this research paper was to examine difficulties that consumers have when choosing wine in a restaurant and whether structuring a wine list according to taste rather than origin facilitates decision-making. Design/methodology/approach: The authors conducted two online studies in Switzerland to assess whether a wine list organized according to wine style categories, such as fresh and dry or bold and fruity, reduces consumers' perceived difficulty of choice compared to a traditional origin-grouped wine list and which wine list consumers prefer. In the first study (N = 577), participants received either an origin- or a style-grouped wine list. In the second study (N = 276), participants received and evaluated both wine lists. Findings: In Study 1, participants with the style-grouped wine list had a longer decision time, but perceived difficulty of choosing a wine was the same as that for the origin-grouped wine list. Study 2 revealed that participants strongly preferred either the origin- or style-grouped wine list. Overall, more than half the participants preferred the style-grouped wine list, indicating that many consumers may appreciate wine lists organized according to wine style. Practical implications: The findings underscore that restaurants should recognize customer preferences for wine list structures, which may influence customer satisfaction. Originality/value: This paper assesses consumer perceptions of different wine list structures and how these affect consumers' selection of a wine in a restaurant. [ABSTRACT FROM AUTHOR] |
